Chuck Norris gets a hand from the Toyota Tacoma

PLANO, Texas (August 17, 2018) — Toyota’s newest campaign, supporting multiple models, begins airing this week featuring three new TV and digital spots: “Tough as Chuck” starring the one and only Chuck Norris, “Tag” and “So Beautiful.” Also recently launched and part of the multi-model campaign is “The Untameables.”
“This multi-model campaign approach allows Toyota to reach targeted audiences with a variety of products rolled under one over-arching campaign.” said Ed Laukes group vice president, marketing, Toyota Motor North America. “By showcasing multiple models in a single spot, we can reach the right customer without a lull between individual vehicle campaigns.”
In the new campaign, created by Saatchi & Saatchi, the Toyota vehicles are portrayed in a heroic and amusing way. The campaign aims to increase purchase consideration by demonstrating vehicle performance, capability and style while specifically targeting the relevant audience, such as families, outdoor enthusiasts, and youth.
For the action adventure customer, the new “Tough as Chuck” spot features the legendary Chuck Norris lending his action hero superpowers to the trusty Tacoma to pull through some tough situations like only Chuck Norris would.

For full credits for each spot, click here.

About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 36 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 47,000 people (more than 37,000 in the U.S.).  Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold more than 2.7 million cars and trucks (2.4 million in the U.S.) in 2017 – and about 87 percent of all Toyota vehicles sold over the past 15 years are still on the road today.  
Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit

Zach Reed
Toyota Motor North America
[email protected]
Jana Hartline
Saatchi for Toyota
[email protected]
Kimberly Harms
Saatchi for Toyota
[email protected]


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